The Daily Wellness Company readies for China launch with major authentication deal

By Gary Scattergood

- Last updated on GMT

The products will be launched in China in early 2017.
The products will be launched in China in early 2017.
Hawaii supplement firm The Daily Wellness Company is preparing to launch its first products in China in early 2017 – and has signed a deal with TruTag technologies to authenticate its products.

The company is preparing to launch its fertility brand FertilityBlend and its female health product Asensia in the first quarter of next year.

Both products will contain TruTag Technologies’ ingestible Optical Memory (iOM) device: a digital, dust-sized particles that can be embedded into the product.

According to the firm, they made from a well-accepted excipient that is Generally Recognized As Safe (GRAS) by the FDA, and can effectively digitize items for product intelligence, counteracting the $1trillion global counterfeit market.  

“Given the serious nature of the quality of life issues these formulas address, The Daily Wellness Company feels it's imperative that customers in China are confident they are receiving the genuine product​,” said the company.

“Counterfeiting of food products is a serious problem in China. According to our advisors that operate on a day-to-day basis in China, a substantial amount of the counterfeiting in supplements go undetected.

“The Daily Wellness Company is taking steps to be pre-emptive to protect our brand reputation as we prepare to make substantial investments in this important market. To that end, TruTags is a very cost-effective measure for the company.”

Progesterone levels

The launch will be made initially through direct marketing, backed by campaigns highlighting the science behind the two products.

Asensia contains chaste berry, L-Arginine, and green tea extract and claims to maximise ideal progesterone levels.

Meanwhile FertilityBlend, a combination of amino acids, herbs, vitamins and minerals, seeks to optimise hormonal and menstrual cycle balance, without the increased multiple births associated with drug therapy.

Denny Kwock, president of The Daily Wellness Company, said he had high hopes for the products in China, “where the demand for women’s health and reproductive health products is growing at an exponential rate.”

Barry McDonogh, vice president of business development at TruTag Technologies, said its iOM devices can trace and authenticate billions of individual pills moving through the global supply chain, providing protection against the grey market and other distribution vulnerabilities.

“The nutraceutical market is now valued at over $200 billion, and faces the same challenges as the pharmaceutical market in terms of diversion and counterfeiting,”​ he said.

The Daily Wellness Company has retail distribution in over 6000 locations in the United States and worldwide distribution in countries such as the Czech Republic, Hungary, South Africa, Republic of Korea, Nigeria, South Africa, United Kingdom, and the United Arab Emirates.

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